Why a Logo Isn’t Brand Development

Let’s get this out of the way first: your company’s logo is extremely important. It’s a symbol for your company that your audience can quickly recognize. A logo is a tool to help communicate a brand and represent a brand. However, smart marketers know branding is much more than a logo.

So what is a brand?

Your brand is your promise and the value you deliver to customers and everyone who comes in contact with your brand. It’s a lot more than a logo or pretty colors or a font type. Instead, a brand is a collection of perceptions that live in the mind of the customer. It’s a relationship, a connection and an inspiration. At its core, your brand is who you are and how you care about others.

A good brand communicates a clear message about what it stands for and how it differs from competitors. Each touchpoint in the customer experience should reinforce this same message. When it’s developed correctly, a good brand almost works like a belief system and takes on a life of its own. Ultimately, customers will stand behind the brand, adopt its vision and start being brand ambassadors, too.

Common characteristics of successful brands

Successful brands share common characteristics. For example, the best brands have a thorough understanding of the demographics of their target market, what their interests are, and how they communicate. They all have a passion that makes them work hard and continually deliver greatness. They are consistent in the experience they offer and strive to go above and beyond consumer expectations. And they thrive on competition while constantly aiming to improve.

Does your brand have a real purpose?

They may not be aware of it, but customers are looking for something—a value or a stand—that they have in common with your brand. That’s why successful brands have a purpose and exist for a good reason. People today have a lot of choices regarding where to spend their money, and many times the only thing that may differentiate you from competitors is your sense of mission. They need something to connect with. Which means, your purpose should be clear and easy to understand.

Remember, to capture the attention of customers you need a rock solid brand that stands out from the competition. That takes building your brand messages, brand personality, brand differentiators and brand visual identity—of which, your logo can play a key role.

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S.O. CREATIVE is a Houston-based branding and marketing agency specializing in powerful and creative branding strategies that deliver results. We know, because we've been at it for more than 25 years.Our Specialties Include> B2B Brand Development
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